Millie Chan
Summary
Client
MOXBank
Hong Kong
Duration
Dec 2020 - Feb 2021
Services
Market Reserach
User Research & User Flows
User Experience Design
User Interface Design
Low-fidelity wireframes
High-fidelity prototype
Usability tests and findings
Mission
MOX Bank is a virtual bank, backed by Standard Chartered, that delivers a suite of retail banking services and lifestyle benefits all in one place. I worked with the development team to design a loyalty strategy to attract and retain users.
My Contributions
I conducted user research to understand customer motivations and behaviors, shaping a reward system that encouraged engagement and long-term retention. I developed seamless user flows for earning and redeeming rewards, ensuring an intuitive experience.
Using high-fidelity prototypes and usability testing, I refined the design to maximize adoption and ease of use. Collaborating with developers and stakeholders, I ensured smooth implementation and integrated the loyalty system into the overall Mox experience.
Impact
Both the initial launch and further iterations produced great results:
In-app - Engagement Time
Active User Rentention
Referral Sign-ups
Consumer Skepticism
Unlike traditional banks, a virtual bank offers all its services online. This means that there are no physical branches for in-person service. From the perspective of the general public, they feel insecure and lack of intention to put their assets in a virtual bank.
Intensifying Competition
The upsurging number of virtual banks in the meantime aggravates the competition among them in a newly formed and unstable industry.
Vision
Online saving and spending should be fun, intuitive, and rewarding.
Proposed solutions
Analysing Hong Kong banking industry and virtual banking development. Forecasting the future possibility growth of virtual banking.
Analysing local lifestyles, such as spending behaviours, work-life ratios, leisure activities, etc.
Develop a sustainable loyalty strategy for MOX bank users
Helper User
Assist their everyday life duties, an app tells them how they spend smart, save esay, eat well, and play good
Helper MOX
Increase users' loyalty and retention rates of using MOX Bank app
Helper Growth
Develop a sustainable platform, and go beyond an online banking app.
The Process - Step 2
Understand the Market & Users
Market Trend
1 /
Social
Fast-paced lifestyle and relatively high educational level of Hong Kong people lead to higher living standards and demands for diversified financial products. Yet the relatively conservative attitude towards online monetary activities creates obstacles for the development of virtual banking. Moreover affected by the social movement since 2018, the political stand is now an important concern in their purchasing decision.
2 /
Technology
The global advancement of technology such as blockchain and 5G, and the high usage rate of technology and the internet in Hong Kong benefit the development of virtual banking in HK.
3 /
Economic
The slowdown and recession of the Hong Kong economy helped the development of virtual banking as it irritates Hong Kong people to start finding new and different financial products to protect and improve their assets.
4 /
Environmental
The high land rent caused by limited land resources in HK might highlight the disadvantages of traditional banks and speed-up
the replacement by virtual bank
The survey’s objectives are to collect the daily lifestyles of the Hong Kong citizens, and the banking behaviours they have in Hong Kong. The survey will help us to collect the data including: Spending Behaviours, Traditional Banking Services, Online Banking Services, App Using Behaviours, and Future Trends of Banking. We target 150 Surveys from Hong Kong Citizens aged 18 or above.
1 /
Empowerment and increasing income level of women created the rising trend of She-Economy
2 /
Entertainment, Social-networking, Shopping
(Finance and investment apps are not daily used)
3 /
Banking usage behaviours
Money saving
ank transfer
credit card rewards
4 /
Going Online is the future trend
Most of the interviewees (84%) believes that digitalisation is the future trend, yet the advantages of traditional bankings still cannot be neglected
Lifestyle
To understand the users' behaviour, our team designed a set of lifestyle probes to have a deeper insight into our target segmentation - an affluent emerging segment whose income is HKD40,000 - 60,000 monthly.
Lifesyle Probes
The lifestyles probes include 5 parts with different purposes to analyze the lifestyles of interviewees all-round.
Structure of lifestyle probes
Lifestyle
We invited 8 interviewees to complete the set of lifestyles probes and have a in-depth interview with them respectively. These 8 interviewees come from different occupations and are being divided into 4 ages group which are 21-31, 32-42, 43-53 and 54-64.
Redefine
Based on the findings, there are four common features extracted from the two different segmentation.
We therefore followed the results to develop solutions based on their lifestyles in a sensible way.
1
Schedule
Planning
2
Art-related
Interest
3
Financial Management
Planning
4
Leisure
Mobile Games
Framework
By looking back at the current MOX bank app and integrating the new insights from the research, I developed a loyalty strategy pyramid concept.
Based on insights gathered from surveys and interviews, the site map illustrates the organizational structure of the three primary task streams emphasized in the high-fidelity prototype: 1. AI camera selfie, 2. Daily Quests & reward system, and 3. Health data & Skin Diary. This site map framework, combined with the user feedback gathered, will inform future design decisions.
We designed the loyalty strategy to be more than just a rewards program—it’s an all-in-one solution that helps users plan their schedules, explore unique lifestyle experiences, and manage their personal finances effortlessly.
By integrating gamification, I made the experience more engaging and rewarding, encouraging users to interact with the platform regularly. Our goal was to create a system that not only retains users but also adds real value to their daily lives, making banking with Mox more intuitive and enjoyable.
1
Physical piggy bank
Coins are also money! Connect virtual bank with physical existence
2
Goals Setting
Grow money with progressive plannings
3
Lifestyle Discovery
Explore opportunities for personal growth
4
Calendar & To-do-list
Organise everyday tasks with all-in-one schedule
5
Piggy Rewards Program
Get rewards after the goals come to the prizes
Loyalty Loop
Iteration
Lifestyle and Habit Tracking:
Comprehensive Monitoring: The platform tracks various aspects of a user's lifestyle, including diet, exercise, sleep patterns, and daily habits.
Actionable Insights: By analyzing this data, Genomii.ai offers customized recommendations to enhance health and beauty outcomes.
Iterate
Usability Testing
To ensure Genomii.ai delivers an exceptional user experience, we conducted comprehensive usability testing sessions involving a diverse group of participants. Our approach encompassed both qualitative and quantitative methodologies to gather in-depth insights into user interactions with the platform.
Key Findings
1 / Task Completion Rate
Users are motivated to track their skin condition primarily for appearance reasons, but they are lack of persistence to track continuously.
2 / Average Time on Task
The mean time to complete tasks was 3.5 minutes, aligning with industry standards for similar applications.
3 / Error Rate
A minimal error rate of 5% was observed, primarily related to initial unfamiliarity with advanced features like the digital twin. This suggests a need for enhanced onboarding tutorials.
4 / User Satisfaction
Participants rated their satisfaction at an average of 4.7 out of 5, highlighting appreciation for personalized insights and the seamless integration of various health data sources.
Keep growing
Key Takeaways
Enhancing User Experience Through Data-Driven Insights
The usability testing sessions and KPI analysis provided critical insights into user behavior, engagement patterns, and feature adoption. These findings helped shape strategic design improvements, optimize onboarding experiences, and refine core functionalities to maximize user satisfaction and retention.
By carefully analyzing real-world interactions, user feedback, and performance data, we identified key areas for improvement and implemented targeted enhancements that directly impacted usability, trust, and engagement. This iterative process not only strengthened the user experience but also contributed to achieving higher retention, increased conversions, and a more intuitive AI-powered wellness platform.
